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Cynthia Lam
Strategic insights and data analytics leader with 13+ years translating complex business questions into actionable research design and analytical solutions across government, healthcare, and commercial sectors. Dual expertise in advanced research methodologies (choice modelling, segmentation, mixed-method design) and enterprise-scale data operations (80B+ records). Proven track record executing organisational turnarounds, establishing insights functions from dysfunction to strategic capability, and delivering measurable business impact through evidence-based decision making. Specialised in stakeholder influence, building high-performing teams, and bridging the gap between complex data and executive action.
Experience
Manager - Insights & Analytics (2023-Oct to 2024-Nov)
Sydney
2024 - 2023
Organisational Transformation- Established insights and analytics function from zero, building strategic capability and executive trust in data-driven decision-making
- Built sustainable strategic capability: established BAU operations, created 6-month roadmap, developed cross-departmental relationships
- Designed and built Voice of Customer programme from zero, integrating Snowflake administrative data (50,000+ annual complaints across 20-year longitudinal dataset) with Qualtrics survey platform to create direct public-to-executive feedback mechanism
- Piloted programme with tenancy complaints achieving ~20% response rate (significantly above industry benchmarks), delivering customer experience insights through live dashboards and establishing proof of concept for scalable rollout across five Fair Trading service categories
- Inherited established research programme constrained by legacy infrastructure and executed comprehensive transformation to enterprise-grade analytics platform
- Redesigned survey instrument applying professional research methodology while negotiating with Policy team stakeholders to balance continuity requirements with analytical enhancements requested by Rental Commissioner
- Integrated rental bonds administrative data (330,000+ annual records) with redesigned survey responses, enabling ongoing operational analytics previously impossible under legacy system
- Delivered tenant experience insights informing rental regulation policy discussions, generating 11% response rate on 330,000+ annual survey distribution
- Built real-time insights infrastructure using PowerBI dashboards directly connected to Snowflake, delivering live reporting to executive stakeholders
- Established automated monthly insights reporting with formal quarterly briefings to senior leadership teams and Commissioner
- Led cross-divisional data governance initiative working with senior executives to develop new coding frameworks (incorporating ANZSIC, CPC, HS/AHECC)
- Enabled dataset comparability across divisions and richer cross-agency insights
Analytics Lead, Australia & New Zealand (2022-Dec to 2023-Oct)
Senior Analytics Consultant (2021-Mar to 2022-Dec)
Led analytics operations and strategic insights for healthcare data platform serving all major pharmaceutical companies in Australia. Managed $2M annual revenue portfolio with team of 3 direct analysts and coordinated workload across 8+ consultants. Responsible for strategic resource allocation, project costing, delivery excellence, and operational efficiency while maintaining profitability across enterprise client portfolio.
Sydney
2023 - 2021
Client Insights & Strategic Delivery- Served all major pharmaceutical companies operating in Australia (including Janssen, Abbvie, Bayer, Boehringer Ingelheim, Novo Nordisk, GSK etc) through combination of subscription analytics platforms and ad hoc strategic projects
- Delivered trusted insights including end-to-end patient treatment journeys, market share forecasts, prescriber preference analysis, and patient profiles informing market access strategies and competitive positioning
- Volunteered to lead platform migration for 30+ client dashboards, establishing project management framework and coordinating technical, medical, and commercial teams to meet critical business deadline
- Delivered complete migration one month ahead of deadline, enabling seamless client brand planning cycles and retaining 90% of client base (three client losses attributable to budget constraints)
- Executed quality assurance protocols for monthly data updates of 2 million records integrating into 400+ million record longitudinal pharmaceutical dataset
- Redesigned data update workflow reducing complete cycle from data ingestion to client report deployment from 2 weeks to 2 days, saving 40+ hours per month through automated validation and exception-based review
- Negotiated data access with Ministry of Health New Zealand, engaging partnerships manager and legal counsel for formalisation
- Enabled patient-level insights from New Zealand data within 6 months through ETL transformation rules, data dictionaries, and governance frameworks
- Built scalable analytics products by transforming bespoke client builds into repeatable frameworks, enabling rapid deployment of condition-specific dashboards across multiple clients
- Productised Prescriber Analysis framework from initial client ad hoc request to revenue-generating offering, acquiring 4 clients on soft launch
- Contributed to recruiting efforts during expansion phase, with analytics team scaling to 17 consultants at peak
- Managed team contraction following company-wide redundancies, maintaining delivery excellence with 3-person analytics team while coordinating analytics workload across former team members redistributed to Data Science, US operations, and Client Solutions teams
- Built healthcare analytics using AIHW, ABS, PBS/MBS, GP and hospital datasets with ICD and ATC classifications, creating patient cohort definitions, treatment pathway analysis, and prescriber behaviour models
Research Manager (2018-Mar to 2021-Mar)
Higher Duties (2020-Feb to 2020-Nov)
Led market research managing team of 2 direct reports. Established analytics hub positioning research as strategic capability.
Sydney
2021 - 2018
Research and Analytics Delivery- Designed and implemented research programmes including B2C and B2B brand tracking, marketing effectiveness, segmentation analysis, and course optimisation studies informing operational decisions on resource allocation and course offerings
- Integrated enterprise data sources including student administration system (900,000+ annual records across 157 campuses), call centre data, Google Analytics, and primary research into centralised reporting system
- Delivered bi-annual analytics reporting to senior executives on 400,000+ annual enrolments, providing core metrics for NSW Government funding allocation and performance assessment
- Collaborated across IT, student sales, digital, and campaigns teams to establish single source of truth for reliable reporting
- Managed research budgets and external suppliers ensuring cost-effective insights delivery and demonstrable ROI
Consultant (2016-Jun to 2017-Nov)
Designed and managed end-to-end market research projects for pharmaceutical clients. Responsible for project costing, pricing, supplier management, and ensuring on-time, on-budget delivery to client satisfaction.
Sydney / Singapore
2017 - 2016
Healthcare Analytics and Client Delivery- Designed brand health and market access studies for pharmaceutical clients utilising choice modelling, segmentation analysis, and predictive analytics informing marketing strategy and value proposition optimisation
- Led longitudinal patient journey research capturing emotional journeys from diagnosis through treatment adherence, providing contextual insights beyond clinical endpoints
- Maintained key client relationships and contributed to business development through insights-driven recommendations on market trends and competitive strategy
Account Manager (2016-Feb to 2016-Jun)
Senior Research Executive (2013-Jun to 2016-Feb)
Managed key client accounts across finance, FMCG, and healthcare industries. Responsible for research design proposals, client relationship management, and budget accountability for innovation and commercial insights projects. Accountable for research execution and delivery across multiple industries.
Sydney
2016 - 2013
Advanced Analytics and Commercial Research- Delivered customer insights through choice modelling (conjoint analysis, discrete choice modelling) and segmentation methods (K-means, random forest) for brand growth strategies
- Conducted research in brand equity measurement, innovation testing, and market forecasting across finance, FMCG, and healthcare sectors
- Certified in Ipsos proprietary Bayesian analytics platform for Australia and New Zealand, one of 5 certified consultants in ANZ region
Project Manager (2011-Oct to 2013-Jun)
INSIDESTORY
Managed end-to-end research projects for private and public sector clients in regulatory and policy environments.
Sydney
2013 - 2011
Research Project Management- Conducted eye tracking market research combining pupil dilation, gaze tracking, and conscious response measurement to assess emotional relevance and engagement across visual media
- Coordinated multi-stakeholder research initiatives and managed external supplier relationships across diverse client requirements
Technical Skills
Business Intelligence & Visualisation
PowerBI (DAX, Power Query), Excel (VBA, Power Query), Qualtrics, Google Analytics
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Data Engineering & Cloud Platforms
Snowflake, Databricks, AWS S3, Jupyter Notebook
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Programming & Advanced Analytics Methods
SQL, R, Python, SPSS, Q Research Software, Segmentation (K-means, Random forest), choice modelling, forecasting, probability modelling, statistical testing, experimental design
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Delivery & Leadership
Agile spring planning, retrospectives, backlog management, cross-functional collaboration, change management, Jira, Confluence
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Education
Masters of Management in Community Management
University of Technology
Sydney
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Postgraduate Diploma Psychology
Murdoch University
Perth
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Bachelor of Arts - Psychology
Macquarie University
Sydney
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Disclaimer
Last updated on 2025-10
- Made with the R package pagedown
- Adapted from github.com/nstrayer/cv
- GIF image from butlerm